ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

In The Know x U.S. Census

Silver Distinction in Call to Action

Objective

For this campaign, our strategy was to increase awareness, create interests, and drive participation in the U.S. Census among the LatinX community. Our goal was to educate our target audience on how to fill out the census and why it’s important, as well as addressing common myths, with hopes of driving engagement and participation. We strove to create engaging content that would be informative while also being entertaining and relatable.

Strategy

In this custom content series, we asked the questions: What does the census do? When does it take place, who should participate, and is the data collected really kept secure? We created fun, educational videos using both animation and live-action storylines by adapting the “zoom-like” style of video and using remote influencers. We also included an interactive infographic in hopes of creating more engagement with the content.

Results

Through custom videos and an interactive infographic, we helped educate LatinX users on the importance of participating in the 2020 Census, and what it could mean for themselves and their community. In addition to being fun and entertaining, the videos were also incredibly educational and valuable to audiences. They answered important questions on a timely subject matter, something users were eager to lean into. This was reflected in over 99% of the social reactions being favorable, demonstrating that content rooted in being educational and transparent will hold the user's attention longer. The infographic strongly resonated with users and reflected the longest average time spent amongst all the article pages, proving the value of interactive design in keeping users engaged with the content longer. The infographic also generated over 450,000 clicks to the census website. The combination of influencer talent with a subtle nod to the bilingual audience target, made users want to engage. This success could be easily replicable in an evergreen program that could be reactivated around key awareness milestones.

Media

Video for In The Know x U.S. Census

Produced by

In The Know and RYOT Studio for the U.S. Census

Link

Entry Credits